Satisfied customers and stunning products are what sells. We shop with our eyes but make decisions based on trust. In the past, jewelry makers and other businesses had to rely on TV and print media to advertise their products and services. The two main challenges with these platforms are that they are expensive, and results can be hard to measure and mediocre.
Today, the best and most cost-effective type of marketing is based on trust. What is a to advertise nowadays than to use platforms that are so familiar to people that they naturally trust them? Social media is our go-to place when we're looking for ‘things.' Whether it's a product or service, a new home, inspiration, or connection, or only when boredom strikes.
You want your future customers to feel comfortable with your jewelry brand and what you can offer them. Take control by creating an engaging online presence that reflects the essence of your range. By interacting directly with your customers and understanding their needs, you'll be more likely to turn them into a supportive and loyal customer base.
How to achieve all of this? Try this handy jewelry marketing guide. In a nutshell, these are the steps you should follow:
#1 Give your brand a voice
Identify your target audience and think about what they need from you. Whether it's timeless classics or edgy designs, ethically sourced materials, or futuristic metals, it's important to find your niche and state it as so.
Once you've defined your unique brand of jewelry, write down a brief statement about it. Going forward, make sure that every social media post conforms to it. Consistency is key!
#2 Pick a platform (or three!)
According to recent research, 58% of people aged 18 to 34 are on Facebook, and a staggering 59% are on Instagram! If your target market is in this age group, you'll have a good reach on these two platforms alone. There's also Twitter and YouTube.
If you're doing it yourself, the trick is to pick a platform you're comfortable with, but bear in mind the different platforms' strengths and weaknesses. For a jewelry business, Twitter is perhaps the least engaging social media platform, as it is more text-driven. On the other hand, image-driven Instagram is ideal.
#3 A Post a Day
Social media advertising is cost-effective, but this doesn't mean more is better. So many businesses fall into the trap of posting too often. Unless you really have something more to say, one post a day is adequate. A good rule of thumb is to limit it to two posts per day maximum. This will ensure maximum impact with fresh and relevant content.
Sales messages should take up no more than 15% of your content. For the sake of variety, other posts should be conversational pieces, news, and high-quality images. You could set up a newsfeed like Feedly, which will send you links to relevant articles, encouraging engagement in your followers. Remember, you're not only selling jewelry, but you're also starting conversations!
#5 A picture paints 1,000 words (and a video even more)
We create jewelry with esthetics in mind. Therefore, jewelry advertising driven by visuals (i.e., social media) is ideal for your business! Because visual information is more attractive than text, it's crucial to include high-quality images in every post.
Research has revealed that people who use videos for marketing get around 66% more qualified leads a year. Instagram is the perfect platform for visual storytelling, but other platforms are also good.
#6 Create a connection
Allow your followers to engage and form connections with you and one another. Ask for their opinion on designs and styles. This way, you'll learn what they like and show them that they're part of your growing community.
Connection is invaluable. Create this by inviting customers to send you photos of your jewelry that you can share. A photo of a happy customer getting engaged with a ring you created tells a story of joy and hope.
Everyone likes to feel special. One of the best ways to make your followers feel good is to spoil them with giveaways and discounts and share special previews with them to be the first to buy.
Another way to reward your followers is to help them solve a problem by sharing informative articles. You could show them how to care for jewelry or how to figure out their ring size.
End the post with a provocative question, for example:
- Post a photo of an engagement set and ask, “Tell us your love story!”
- Post a photo of a bracelet and say, “Who would you give this to?”
Telling a Story That Works for Your Brand
By following these steps, you're creating your brand's unique voice. This will increase visibility and build trust, whether your jewelry business is a small independent business or a larger concern. And, the best thing about it all is that it won't break the bank!